Webmasters whose sites don't adhere to the Coalition for Better Ads standards for display advertisement will have advertisement blocked on affected sites in Google Chrome beginning February 15, 2018.
An email by the Google Web Tools Team is sent out to webmasters currently that informs them about the change provided that the site is registered on Google Search Console (formerly known as Google Webmaster Tools).
Chrome will stop showing ads on SITENAME on Feb 15, 2018. Violating ad experiences detected on mobile.
Google systems have detected ad experiences on your site that may be highly annoying, misleading, or harmful to users. To protect your site’s visitors, on Feb 15, 2018 Google Chrome will stop showing all ads on mobile unless the issues are fixed.
Google announced plans to integrate an ad-blocker in Chrome in June 2017. The company designed the ad-blocker to block ads on sites that violate standards the coalition agreed on. What this means is that it will only block ads on sites that are in violation, and that it will block all ads on these sites. In turn, it won't block ads on sites that are not in violation.
Tip: The ad-blocking is already an option in development builds of Chrome.
The ad-blocking is Google's solution to content blocking that threatens the company's main source of revenue. The main idea is to block most of the annoyances to limit the impact that annoying ads have on a user's decision to install ad-blocking solutions.
The following ad types or formats are in violation, and sites that use at least one of the types or formats will have their ads disabled in Chrome on mobile: pop-up ads, prestitial ads, pages with ad-density higher than 30%, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ads, large sticky ads.
Webmasters who added their sites to the Search Console can open the Ad Experience Report on it to see screenshots and videos of violations that Google found on the site. Webmasters may request a review after they have altered ad serving on affected sites to get the issue overturned and avoid having ads disabled on affected sites in Chrome.
Google gets more control over the ad industry thanks to the dominating position of the company's Chrome web browser. Other advertising companies need to comply, or have their ads disabled by the majority of Internet users.
As a user, I think it is long overdue that advertisement companies stop supporting annoying ad formats and types. Google, the largest advertisement company in the world, tries to address the threat to its very existence by implementing ad-blocking into Chrome.
The new system may slow down the rise of ad-blocking software and systems, but it does not go far enough in my opinion.
For instance, while video with sound is on the list of unwanted formats, video without sound is not. The latter may not be as annoying but it still is annoying and sucks up lots of bandwidth and CPU.
Google does not address other issues for using content blocking at all on top of that. There is the abuse of advertisement to distribute malware, and the tracking of users. Both of these valid reasons for using content-blocking are not addressed at all.
There is still not a single solution out there that offers "ethical" ad serving.
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